On June 20, Meghan Markle introduced the second installment of her As Ever lifestyle brand. However, a launch mishap has raised concerns among experts about the potential future repercussions for the brand.

In this new release, the Duchess presented two fresh products: a $14 apricot fruit spread featuring her trademark keepsake packaging, and a $28 limited-edition orange blossom honey.

Also included in the new drop was a restock of some of her classic items, like the infamous flower sprinkles, shortbread cookie mix and crepe mix. 

Although these items were sold out within an hour of their debut, some customers faced disappointment when their orders, initially confirmed, were canceled and their payments refunded just days later.

As it turns out, the As Ever brand had oversold their product.

Some shoppers who won the race to buy the apricot spread – not officially called jam because of its high fruit content – have been informed that their order cannot be fulfilled. However, they will be sent a free jar when it is back in stock. 

The cancellation even happened to FEMAIL – as one of our orders placed for apricot spread received a refund over a week after the purchase was made.

Other customers also reported receiving an email that explained why their orders were unable to be fulfilled. 

‘Due to high demand, we are unable to fulfill your order of the apricot spread at this time. We are refunding the purchase of this item by the end of this week.

‘In addition to the refund, we want you to know that when the apricot spread is back in stock, you will be the first to receive it, free of charge.’

But this is not the first time such a thing has happened with her As Ever releases – during the first launch in April, the wildflower honey was also oversold to customers. 

So, what’s with all these stock issues, and how will it affect her brand?

According to PR and branding specialist Natalie Trice, founder of Natalie Trice Publicity, overselling products sends a message of ‘poor planning’ and ‘disorganization’ – something that could potentially have major effects. 

Trice told the Daily Mail that this mistake could be ‘damaging’ for any brand – but it’s worse for As Ever, because it’s so ‘high-profile.’ 

‘When people spend their money, and engage with a story or lifestyle, only to be let down at the point of fulfillment, it breeds frustration and skepticism,’ Trice said.

‘While occasional overselling can happen, particularly with unexpected demand or celebrity brands, doing so again so soon suggests lessons haven’t been learned,’ she continued.

The PR expert also noted that Meghan’s social media post this week, which showed her picking apricots, was ‘careless at best’ amid the sellout. 

‘Meghan’s brand has potential, but consumer goodwill is a limited resource,’ Trice advised.

‘If customers feel like an afterthought or are let down repeatedly, they’ll simply walk away, and the headlines will continue to overshadow the actual products and mission.’

Evan Nierman, Founder and CEO of global PR firm Red Banyan, also seemed to agree, telling the Daily Mail that the overselling of products sends consumers a message that Meghan is ‘still leading with image over execution.’ 

‘From the name to the rollout, As Ever was packaged to feel polished and elevated,’ Nierman explained. ‘But when customers get apologies instead of products, the brand starts to look like just another vanity project that wasn’t ready for primetime.’

He explained that although problems with stock and overselling can definitely happen to any brand, the fact that it happened twice in a row with As Ever isn’t exactly ideal.

‘Most seasoned brands build in safety stock and prepare for spikes in demand,’ he offered. 

‘Repeating the same error makes it feel like the team behind As Ever underestimated the basics or overestimated the buzz,’ the expert added. 

Customers who have had their orders canceled are being promised a free jar of the apricot spread, but according to both experts, there’s more that the brand should be doing.

Trice recommends that Meghan communicate clearly with her customers, and ‘get the basics right’ in the future.

Nierman urged the brand and Meghan to ‘stop hiding behind silence’ and ‘start showing leadership.’ 

He believes she needs to make a statement regarding the oversell of stock.

‘A real statement, not a press release, that takes ownership would go a long way,’ Nierman shared.

‘Pair it with a clean, high-quality next drop that actually delivers. No gimmicks, no overpromising.’

The Daily Mail has reached out for comment. 

Meghan’s latest blunder came just days after she launched her As Ever rosé wine, the first alcoholic beverage under her brand.

On Tuesday, the sales for the wine went live, with customers able to purchase three bottles for $90, six bottles for $159, and 12 bottles for $300. 

If you bought the six bottle package, Meghan promised that you were receiving 12 per cent off, while a 12-pack gets you a 17 per cent saving.

The Daily Mail exclusively revealed this week that the alcoholic beverage is made by Fairwinds Estate, a California winery that creates bespoke wines for celebrities, as they’ve now added Meghan to their list of clients.

Meghan specifically picked Fairwinds – 75 miles north of San Francisco and a six-hour drive from her home in Montecito – to show her support after the winery was almost totally destroyed in a devastating 2020 wildfire which caused $15 million worth of damage.

A source said: ‘She wanted to lean in and help a California business rebuild.’